Barrett, The Honors College Thesis/Creative Project Collection
Barrett, The Honors College at Arizona State University proudly showcases the work of undergraduate honors students by sharing this collection exclusively with the ASU community.
Barrett accepts high performing, academically engaged undergraduate students and works with them in collaboration with all of the other academic units at Arizona State University. All Barrett students complete a thesis or creative project which is an opportunity to explore an intellectual interest and produce an original piece of scholarly research. The thesis or creative project is supervised and defended in front of a faculty committee. Students are able to engage with professors who are nationally recognized in their fields and committed to working with honors students. Completing a Barrett thesis or creative project is an opportunity for undergraduate honors students to contribute to the ASU academic community in a meaningful way.
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- All Subjects: Marketing
- Creators: Matera, Fran
Description
The intention of this thesis was to explore potential marketing avenues for Anavate Partners. Anavate Partners specialize in implementing, marketing, and selling the Anaplan software and this thesis was intended to provide a direction for their future marketing campaigns.
ContributorsKline, Zabric Michael (Author) / Neck, Christopher (Thesis director) / Murphy, Kevin (Committee member) / Heiler, George (Committee member) / School of Accountancy (Contributor) / Sandra Day O'Connor College of Law (Contributor) / Barrett, The Honors College (Contributor)
Created2021-05
Description
This study examines the relationships between the success of Instagram health and fitness influencers and the images they share. As social media continues to grow as a source of information and interconnectedness, the sway influencers hold over their followers and potential consumers grow too. The success of these influencers in gaining followers, motivating opinions and achieving an aesthetic physique, result in monetary gain. On the media site Instagram, influencers with one million followers can garner over $50,000 per sponsored post. Specifically, the research focuses on four Instagram influencers who have over 200,000 followers. The subjects, Amanda Bucci, Nikki Blackketter, Maxx Chewning and Christian Guzman, were selected based on their popularity within the weight lifting community. Together, these influencers have over 400 million followers on Instagram. The study analyzed 32 photos sourced from the influencer's Instagrams. Of the 32 images, 16 were selected as branded content and 16 were selected as candid content. These images were then coded to answer the following research questions: (1) is there a pattern in the visuals weight lifters share, (2) is there a difference between branded or candid content, (3) how do these similarities or lack thereof influence number of Instagram followers and financial success, and (4) what physical dimensions contribute to a weight lifter's success on Instagram? This study uses content analysis to understand the symbolic meaning of texts and visuals. With the findings showing recurrent themes between (1) posture of subject, (2) use of brand affiliation and (3) professional grade photography, we confirm that bodily capital, sponsorship and authenticity are successful tactics used by influencers to generate a following.
ContributorsKoontz, Ellanna Marie (Author) / Matera, Fran (Thesis director) / Artigue, Ray (Committee member) / School of Nutrition and Health Promotion (Contributor) / School of Community Resources and Development (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
The Importance of Online Branding and Targeted Social Media Campaigns within the Restaurant Industry
Description
In order to explore the importance of online branding and social media in the restaurant industry, this thesis will apply concepts from the literature review to Hennessey's Tavern Inc. The purpose of this project is to present research and create a campaign based upon these findings that will help Hennessey's Tavern Inc. improve its online presence and social media, starting with its 10 Hennessey's Tavern locations. The deliverables and research will provide Hennessey's Tavern Inc. with a detailed audit of its current brand and ways in which it can be improved.
ContributorsBrightwell, Taylor Nicole (Author) / Wu, Xu (Thesis director) / Matera, Fran (Committee member) / Bovio, Sonia (Committee member) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2016-12
Description
The development of music streaming services over the past 10 years has been an innovative way in which the music industry has adapted to the digital revolution and the increase in online piracy. Given millennials' increasing use of web and mobile platforms and the growth in audio and video streaming seen in the last few years, this paper will seek to identify and analyze the marketing strategies and product offerings of the streaming services currently on the market, and identify the listening and buying habits of millennials to see which of these services is most representative of these trends. One way this was measured is through a survey of 429 students attending the W.P. Carey School of Business at Arizona State University. Based on the findings of this survey in the context of the streaming services' current business models, it was discovered that people within this age group want a service that is low-cost, accessible, and rich with content. Second, they are not more likely to choose a streaming service over another if it pays out high royalties to others. Lastly, it was determined that while Spotify is currently the frontrunner for streaming services, Apple Music will likely see growth in usage and subscription revenue through its permanent presence on the world's most highly used phone. This will be dependent on Apple Music's ability to differentiate itself from other competitors on the market. Overall, it is likely that streaming services will have to provide a low-cost option for consumers while artists will need to find alternative sources of revenue given the substantial change in the business model of the recording industry.
ContributorsLopez, Jaylen Anthony (Author) / Eaton, John (Thesis director) / Eaton, Kathryn (Committee member) / Sandra Day O'Connor College of Law (Contributor) / W. P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05